How to Plan the Perfect Instagram Video Campaign: Part 1
Looking to make the most of your social presence and level-up your Instagram video game? This is Part 1 of a two-part series from Later founder Matt Smith, where he shares his top tips for making every moment count. Subscribe to our industry newsletter for the latest influencer marketing trends, collaboration ideas, and up-and-coming bloggers.
As Instagram video continues to develop and grow, there’s going to be even more opportunities for marketers to reach new audiences through Instagram video campaigns!
Partnering with influencers to tell your story is an amazing way to market your brand using engaging videos.
You have up to 60 seconds to capture the attention of viewers on Instagram, so it’s important you make every second count!
In this post, we’ll discuss video campaign trends, best practices and show examples of some of the top Instagram influencer video marketing strategies being used by successful brands today
Why Should You Use Instagram Video? Here’s the Most Popular Types to Choose From
Instagram gives you the unique chance to tell great stories through visual content. Creating an Instagram video campaign is a great way to communicate your brand’s story in a creative way.
Consider this: 51% of marketing professionals worldwide name video as the type of content with the best ROI. This may be because viewers retain 95% of a message when they watch it in a video, compared to retaining only 10% when reading it in text form. To top it off, 64% percent of consumers make a purchase after watching branded social videos!
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Adding Instagram video to your next influencer marketing campaign will be an important part of your strategy this year, giving you the chance to tap into new and existing audiences.
Here’s a few of the most popular types of Instagram video and why they work:
Instagram Video How-To’s
“How-to” Instagram videos are all about providing value. They are a great way to solve a common problem or teach your audience something new! Your audience will appreciate seeing your product in action before making the decision to try it for themselves. Since Instagram videos are bite-sized, people are much more likely to watch them versus reading through instructions on your website.
Here’s an example of how Colgate partnered with Thrifts and Threads to show off Brittany Xavier’s daily routine by teaching viewers how she uses Colgate Optic White:
Tell Your Audience a Story
Storytelling has long been a great technique for businesses to connect with their audience. Partnering with influencers to “tell their story” while incorporating your brand is a great way to put a personality and add authenticity to your Instagram video campaign. Viewers are much more likely to connect to this type of content versus a promotional video. Consumers don’t want to be marketed to, but instead told how your products will add value to their lives.
Here’s an example of a Instagram influencer video campaign with Liz Earle Beauty Co. and Lucy Williams. The playful video of Lucy’s morning hair routine perfectly aligns with her brand, showing off the product “naturally”:
Give Your Audience a Behind-the-Scenes Look
Giving an inside look helps your audience feel more connected to your brand and gives them the transparency they love!
This Instagram video campaign featuring Jacey Duprie and Discover Cotton’s gives viewers a behind-the-scenes look at their photoshoot in a cotton field. This is also a great example of an influencer-brand fit, as Jacey grew up on a cotton farm in Taft, Texas, where this video is shot. Cotton is a big part of her roots which she often promotes on her feed, making this a perfect partnership:
User-Generated Content (UGC)
UGC is another popular choice for influencer Instagram video campaigns. The concept of having influencers create the content for your brand will not only save you production costs, but also builds a connection between your brand and the public.
Read More: Advice from Leading Brands: What We Look For
A big reason these Instagram videos perform so well is because it removes the barriers of traditional advertising and introduces your brand to a new audience through a more trustworthy source, your influencer partner.
When an influencer speaks out about your product it comes off as a recommendation from a friend, rather than an advertisement.
Launching a new product? Start sending out gifts to your loyal followers and encourage them to create a video using your branded hashtag (if they’re a fan of the product, of course). This is a great option for businesses with a smaller budget looking to grow their reach. Although you may end up sending out 100 gifts and only receive a few posts, the ROI of a big influencer giving you a shout-out will make it worth your while!
Creating Videos For Instagram Stories
In 2018, you can expect Instagram Stories to continue to dominate and become an essential part of your Instagram marketing strategy. Instagram Stories has over 300 million daily active users, which is almost double that of Snapchat!
You’ve probably already noticed influencers taking to their Stories, along with posts, to promote their favorite brands and products. Working with influencers to create a video campaign for Instagram Stories is a great way to connect with new audiences.
There are many different ways you can get creative on Instagram Stories, partnering with influencers to offer exclusive content, show behind the scenes footage, showcase a product in action or show a countdown to a launch or event.
Here’s an example of a paid brand partnership by popular beauty and lifestyle blogger, Marianna Hewitt, showing users how she uses Maybelline's brow liner:
Marianna_Hewitt x Maybelline (Instagram Stories)
More and more Instagram users are spending their time scrolling through Stories instead of their feed as a result of the Instagram algorithm changes. As it becomes harder to gain reach through posts, Instagram Stories are a sure way to connect your followers, drive traffic to your posts, and they’re a chance for you to take back control of your reach.
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Optimizing Your Instagram Video Campaign
Video can be intimidating for many businesses trying to navigate all the different types of equipment and post-production tools. Additionally, shooting content for Instagram is much different to filming for than it may be for other platforms.
Your Instagram video must stay within the 60-second limit, and fight for the attention of your viewers aimlessly scrolling through their feeds.
So how do you make sure people aren’t scrolling past your Instagram video?
Following a few Instagram video best practices can help get you on the right track:
Don’t Rely on Audio
Instagram videos don’t auto-play sound, giving users the option to click the video to turn the audio on. Many users scroll through Instagram throughout the day when they may not be able to watch with sound. Businesses should make sure they are creating videos that make sense with or without the volume up.
This is why it’s important to make sure your message is attention-grabbing through visuals or captions! While they may not get the full-effect of your video, they will still be able to understand the overall concept of your message, even if it’s on mute.
Have a Strong Lead
You only have a split-second to grab your viewer’s attention and make them stop scrolling. Make sure your video has a strong lead, enticing your viewers want to continue watching for more. Your Instagram video should begin with a bang, instead of building up to the main event.
Popular menswear and travel photographer, Quyen Mike is known for creating these types of fun videos that start strong. In his partnership with Samsung, he creates a stop-motion flatlay that is exciting to watch from start to finish:
Keep it Short
Make sure you are working within Instagram’s 60-second video limitations! Remember, your content should be tailored to the platform by giving viewers a quick and enticing message.
Strive for Authenticity
Consumers today don’t trust traditional advertising; they trust people. Recent research from Nielsen states consumers trust personal recommendations and online reviews above brand advertisements.
The distrust is even stronger among younger generations – only 1% of millennials say they trust branded content versus the 33% who rely mostly on blogs before making a purchase.
While working with an influencer, it’s important to make the paid partnership feel as natural as possible. Sitting an influencer in a chair to talk about how great your product is will likely come off as an advertisement and will quickly lose your viewer’s attention. Instead, use some of the popular video techniques listed above to create an authentic relationship between the influencer and your brand.
Aimee Song’s latest Instagram video campaign with Tiffany & Co. includes her boyfriend Jacopo, where they share intimate details about their relationship and how they fell in love. The #BelieveInLove video campaign makes no mention of products, but instead tells their beautiful love story:
Matt Smith, Founder, Later
Matt Smith is the founder of Later, an Instagram marketing platform that visually plans and schedules Instagram posts. Prior to Later, Smith founded several startups, including Thinkific, an online course platform helping thousands of people build businesses online.